Relevance to customers is also instrumental, because an organization's values proclaim why a company is unique and what it stands for.

When values are defined and articulated correctly, they ring true with current customers and employees -- and simultaneously attract potential customers and talented job seekers.

How do our leaders set an example?

At the end of the day, organizations don't have values; their employees do.

This starts at the top: Executives and senior leaders must demonstrate the behaviors they want to see from employees. Leaders should communicate their support of core values and illustrate how those values influence their decisions.

If this doesn't happen, employees get the idea that their organization's values are nothing more than words on a wall.

For example, leaders can add value to customer experiences by demonstrating how employees should embody the company's values when interacting with customers.